How can Business (big and small) Harness Artificial Intelligence?

April 30th, 2018 by Heather Maloney

Futuristic city with delivery person sending off drones with packages from skyscraper
A recent Contactpoint blog post described the way in which artificial intelligence and machine learning are impacting our world at large and how it works. This blog attempts to answer the question “How can business, both small and large, utilise AI to make significant advancements?” AI is certainly not a technology only available for large corporations.

I assert that there are 3 main ways that your business can benefit from artificial intelligence (‘AI’):

  1. By integrating your website / app with software that has been improved by the use of AI. Such integration will significantly improve the value provided by your solution.
  2. By using software that has been improved by AI for running your business, thus significantly improving the manner in which you run your business, on an ongoing basis.
  3. By running your own deep learning exercises to determine the answer to a difficult question, which either improves your business performance or your understanding of your clients.

I expect that you already, perhaps unknowingly, use the outcome of AI or machine learning every day. Understanding it will help you harness it even more, so let’s explore just a few examples of each of these opportunities.

Integration
The Google search engine is underpinned by the use of AI – the more web pages it crawls, the better and better it gets at providing people with valid and useful search results. That’s part of the benefit of AI; traditional programming requires modification over time in response to the way people use it, with AI driven solutions, they learn and improve on their own.

Baidu, the so-called Chinese version of Google, allows you to upload an image, and request “similar images”. The search for similar images is not based on text around the images on a web page but solely uses the content of the images (2). Images, in technology terms, are made up of pixels of colour, which individually tell you very little. It is the manner in which the colours are combined, and the hard and soft edges around groups of pixels, which determine what is actually represented. AI underpins Baidu’s ability to find similar images – a very complex problem, and probably not something you could program a computer to perform. Traditionally the ability for a programmer to tell a computer how to achieve a goal was a prerequisite to solving that goal programmatically. With the use of AI, instead of telling the computer how to solve the problem, the program is allowed to train itself to solve the problem, getting better and better at achieving a task the more times it is performed.

We all use text search to find the things we need in Google or other search engines. It’s been possible to integrate the Google Search Engine into your website or app for many years, including restricting the search results to a particular domain or set of domains, thus providing excellent search results to your visitors without needing to write a search engine algorithm yourself. The ability to also search by images may be the differentiator that your website or app needs to deepen the value for your customers.

Other AI enriched applications that may enhance your application include:

  • Voice recognition – for speech to text and voice control of your app.
  • Language translation.
  • Image recognition e.g. Facebook suggesting name tags for people in photos you upload.
  • Route planning e.g. navigating from one place to another, taking traffic and other factors into consideration.

Clickup.com, a project management software, provides another example of integration. They announced this month that Clickup is now integrated with Alexa and Google Talk, allowing users to quickly interact with the online software by voice (3).
Google and Microsoft allow you to play with some of their AI enhanced functions via websites (4).

Operations
There are many functions that all businesses carry out. These functions are attracting the application of AI in order to make the tools used to complete these tasks, exponentially better than they have been before, and thereby attract new business.

Keeping up with the last news in your industry during your morning commute is now so much easier thanks to tools such as Voice Aloud which enables your smart phone to read an article to you while you drive (carefully of course). Your smart phone will also allow you to search using voice commands, using Google Voice Assistant or the iPhone Siri, allowing you to search hands free.
I recently asked my Android phone “Okay Google, what do I have on today?” expecting to have a list of my appointments read to me – it did that and, then started playing me 2 – 3 minute snippets of daily news recorded by various news agencies around Australia. It was a fantastic way to keep up-to-date and it “learned” that behaviour all on its own.

Google Search enables you to find relevant information, and this search is very accurate, powered by AI. It’s very important for Google’s revenue from online advertisements that Google Adwords provides relevant ads to searchers, because it is the relevance that inspires people to click on an ad, thus earning Google revenue. Similarly ads which appear in amongst Facebook news feeds are very reliable for showing your ad to the right audience, and once you have achieved excellent click through the result of Facebook’s AI research ensures that it will promote your ad to “look-a-like” audiences, based on what it knows about the people who already clicked. You can now much more confidently spend money on pay-per-click, because you can tailor your ads to specifically targeted audiences.

In a recent Contactpoint blog we talked about chatbots – the best of these are underpinned by AI, improving their results the more they are used so that they can help answer an inbound question before the human gets involved.

A number of online customer service and customer relationship management tools are now underpinned by AI. In these functions AI is bringing valuable insights as you use the tools, such as:
- Which clients are at the greatest risk of leaving you? (5)
- Which phrases and styles of interacting with customers produce the greatest sales results?
- What are the most important additional products or services to provide to your customers?

The better banking and financial management tools are now underpinned by AI to help you identify fraud (6). Similarly computer networks are being better secured from intrusion, viruses and malware now by solutions that use AI to detect unusual behaviour (7).

If your operations involve designing products and engineering, AI is making great inroads into design tools to help speed up the process (12).

Actionable Insights / Solving Problems
So far we have considered AI lead improvements to more general problems. Your business will be operating in a particular domain in which you are an expert, and in which there are very specific problems that have not yet been solved, or can’t be solved quickly & reliably for a large number of customers. This is where the power of AI may be the most potent, because machine learning / deep learning can be used to arrive at breakthroughs in your particular domain. Whilst it helps if you have lots of data in order to feed the deep learning process, for smaller businesses, you may be able to access public data to achieve the same goal, or use pre-existing neural networks to solve your similar problem.

Tools such as Chorus.ai are ready to take your organisation’s live data, in order to provide you with valuable insights in a specific operational area (8). In the case of Chorus.ai it analyses your meetings, particularly sales meetings, to help you get the best performance out of future meetings.

AI is being used to great effect by large corporations such as Walmart to quickly respond when high turnover products look like running out of stock, recently reporting a year-on-year 63% increase in sales (10).

Smaller organisations are also using AI to gain actionable insights, including a Zoo which now has a much better accuracy in predicting high attendance, and therefore staffing requirements, based on using AI to determine all the factors (not just weather) that increase visitor rates (10).

Domo is a tool created to help businesses, small and large, collate data from a wide range of sources (social media, ecommerce, chat bots etc), and help an organisation spot trends in real time (11).
In the area of product design and engineering, a concept called Generative Design underpinned by AI, is enabling faster design and many more possible designs to choose from by allowing all the constraints of the product to be entered, and then allowing the program to generate a large number of possible solutions (13).

However, for a problem more specific to your industry or expertise, you may need to perform a highly customised deep learning experiment. Once you have determined the question you need to answer for your specific area of expertise and industry, there are 7 steps in performing your own AI or deep learning experiment:

  • Gathering data
  • Preparing the data
  • Choosing an AI model to suit your question / domain
  • Training the model with data which contains the results / answers
  • Evaluation of the performance of the model
  • Tuning of the factors determined by the model
  • Applying the model to fresh data in order to gain insights or greater performance. (1)

As a business owner or leader you should be considering the way in which artificial intelligence or machine learning can change the way in which you operate and solve your customer’s problems. Don’t hesitate to get in contact if you would like to discuss how AI can be put to work for your organisation.

Read this article to understand more about how machine learning works, and how artificial intelligence is impacting our world.

If you would like to discuss how AI might benefit your organisation, please don’t hesitate to get in touch with Heather Maloney.

References:
(1) https://towardsdatascience.com/the-7-steps-of-machine-learning-2877d7e5548e
(2) https://www.wired.com/2013/06/baidu-virtual-search/
(3) https://clickup.com/blog/alexa-google-assistant-project-management/
(4) https://aidemos.microsoft.com/ & https://experiments.withgoogle.com/ai
(5) http://www.bizdata.com.au/customer-smartdetect?gclid=CjwKCAjwlIvXBRBjEiwATWAQIseaubDdIaMGue_bjuC9BZU3WLErB1Qj9u12XKmkZGZPz-UGO4balhoCaxgQAvD_BwE
(6) https://www.techemergence.com/machine-learning-fraud-detection-modern-applications-risks/
(7) https://www.techemergence.com/network-intrusion-detection-using-machine-learning/
(8) https://www.chorus.ai/product/
(9) https://www.morganmckinley.com.au/article/how-ai-helping-small-business-today
(10) https://www.clickz.com/5-businesses-using-ai-to-predict-the-future-and-profit/112336/
(11) https://www.techemergence.com/ai-in-business-intelligence-applications/
(12) https://www.engineersrule.com/solidworks-puts-artificial-intelligence-work/
(13) https://www.autodesk.com/solutions/generative-design

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